Brand & Programme Marketing

Never underestimate the power of brand with proven differentiators. Our marketing team works with your staff to hone your target audience and messaging. We share your university’s story in compelling ways in channels where prospectives students are most likely to respond.

Breadcrumb

It’s hard to know where marketing begins and ends in our always-on, multi-screen and media-rich culture. That’s why we must start with understanding your prospective students and what motivates them.

Data-Informed Approach

Our higher education marketing strategies always begin with data, and we consistently monitor the data to ensure performance meets our expectations. If we find that the reality differs from our expectations, we adjust our marketing strategy to capitalize on the opportunity.

Once we know the competitive market, the programme potential and other guiding data, we create a series of target student personas. The personas guide our strategy for effective messaging, content and media mix. All marketing activities are tested with proprietary models, measured against industry benchmarks and visualized in real-time reporting.

Creative Execution

Universities able to quickly produce original content on brand and on budget will be the ones to earn the attention of prospective students looking to further their education online. We maintain a nimble creative team capable of tackling everything from TV and retargeting ads to social media marketing and email nurturing campaigns.

Marketing Integration

2-3x

more qualified enrolments with Keypath brand & programme marketing

Keypath’s approach integrates several higher education marketing disciplines with the singular goal of guiding prospective students from awareness to inquiry. Whether it’s search engine marketing, paid search or traditional media, each channel is used to complement another, creating a frictionless experience for prospective students to take the next step, regardless of where they first encounter your university’s message.

This integrated approach means your program marketing efforts are more efficient and more effective. Keypath partners routinely see two to three times more qualified enrollments than if they market the programs on their own.

B2B Strategic Partners

Any recruitment for online programmes should leverage B2B partnerships to access highly qualified prospective students with the motivation and support to further their education. Keypath has established regional, national and international industry-specific B2B recruitment partnerships and a portfolio of name brand employers offering tuition reimbursement programmes to their employees. We will work collaboratively to build a bespoke B2B marketing strategy for your university that leverages our partner network as well as your connections and alumni.

International Capabilities

Global demand for higher education is growing into a multi-billion pound opportunity for universities to diversify their recruitment efforts with students from rapidly developing economies, such as Indonesia, Pakistan and Vietnam. We evaluate your programme, target markets, market demand and more to develop a bespoke international marketing strategy for your university. Keypath’s experience working with universities in the top four higher education destinations gives us a unique perspective and enables us to leverage a robust network of marketing channels and partners to extend your university’s reach. Keypath has enrolled students from 45 countries for our university partners, and our network of international strategic partners continues to grow, allowing us to stay ahead of trends in the market.

In-House Expertise

Keypath builds on more than two decades of experience in recruiting working adults and nontraditional students. Our robust marketing team blends strategic insight, creative execution, channel integration and continual optimization for long-term enrolment growth.

RELATED CONTENT

To help shed some light on how Keypath helps institutions attract nontraditional students, we spoke with Daniel Baresic, Keypath’s vice president of marketing. Here are his answers to FAQs about marketing programmes online.